Planet Notion - Vault 49

11/09/2007

You might have noticed how the stunning M.I.A cover binding these here pages bears the signature stamp of some special guest designers, Vault49. Who else would surprise us by gently taming the technicolour queen, flushing the brights from her outfit and enveloping her in soft, enchanted foliage, all the while hinting at her turbulent history with their unique visual language. Not only have they done Notion the honour of crafting our cover design, but they’ve also spoiled us by taking care of our M.I.A feature inside. Close inspection of their intricate style will best acquaint you with their inimitable style.

Whether you recognise the name Vault49 or not, chances are the independent design gurus have invaded your consciousness at some point. Remember the Pepsi cans, each only subtly altering the geometric background from the last? That was them. The E4 campaign where seemingly innocent pictures are juxtaposed with sinister words, such as ‘paranoia’ and ‘corruption’? Them again. The pseudo-classical, floral-patterning, dreamy artwork now ubiquitous on dance music pack shots was of course first created by Vault; no doubt myriad design agencies set about aping characteristics of their work. And who can blame them?

They’ve designed everything. And when I say ‘everything,’ I really mean it. Coca Cola, Smirnoff and MTV? That’s not just a winning combination as the precursor to a big night out; they’ve all felt Vault49’s artistic touch. From billboards to boxes, clothes to credit cards, nothing’s proven out of their creative reach. So with a client list reading like a who’s who of, well, just about everything, what made the British duo look to swap the Big Smoke for the Big Apple? Are you sitting comfortably? Then read on and I’ll tell you a tale…

In 2003, John Kenyon and John Glasgow (yup, perhaps a tiny ounce of Vault49’s magic derives from its creators’ matching names!) attended a client’s party in New York, and within a week of being back in London the team had committed to a transatlantic transfer. Fast forward less than a year and they’d made the move. John Glasgow explains, ‘For a change of scenery and life, and to explore a new city and another part of the world’; an experience which has now doubt fired their creative flair further. And with New York’s outlook being, ‘on the whole, much more positive,’ Vault49 has gone from strength to strength.

But what’s been the biggest difference in Vault49’s work since the move? ‘One of the most inspiring aspects of working in the US has actually been our interaction with the advertising agencies,’ says John. ‘They’ve been more adventurous in the briefs they’ve given us and have really put their money where their mouth is.’ So although Prince may have recently branded America ‘creatively stagnant,’ for these Brits abroad the change has been far more than ‘as good as’ the proverbial rest. And anyway, ‘many of the best aspects of US graphic design trend to reference European design for inspiration.’

But no one ever said change was easy. In fact – although I’m not certain as to why – David Bowie once told us to ‘look out, you rock n rollers.’ But whether the team consider themselves rock n rollers or not, with change invariably comes some level of sacrifice. Although the two Johns have no regrets about the move, it did bring about the sale of their Old Kent road screen printing studio. This has particularly affected Glasgow as it’s ‘without question’ his favourite medium with which to work. ‘It’s the most creative process we know,’ he says. Further, screen printing is ‘where accidents are often more welcome than the intended results.’

Expertly printed, graphic t-shirts and apparel have always been an integral element of their work. They formerly ran a clothing brand called Roule, but as this proved ‘too time consuming,’ they’ve replaced it with a collaboration with Artful Dodger. But before you scream ‘Bo!’ this is nothing to do with UK Garage. Or, for that matter, Dickens. Artful Dodger is a hot New York clothing firm specialising in directional streetwear, now distinctive for Vault’s ornate, colourful embroidery and curious printed imagery. It’s in menswear that John has noticed the biggest difference between London and New York. ‘Men’s apparel is taking a turn for the better over here,’ he says. ‘With the softening of macho ideals comes lavish embroidery, delicate tailoring and even some sequins for the brave! Beautiful tailoring with elaborate detail is no longer the reserve of women.’ Amen to that!

So as we bring this tale to a close, do they have a favourite commission? ‘That could be the carpets of a Las Vegas casino,’ begins John. ‘Or the decals and interior of a nitrus-fuelled Porsche 911, a global campaign for Samsung, the Guardian marquee at Glastonbury…’ Although favourite should really be only one, the rules were apparently made to be broken by agencies like Vault, so I’ll sign off by letting that fly. Just this once.